Sophistication of Internet usage (SIU) and its attitudinal antecedents: An empirical study in Hong Kong

The measurement of Internet use in empirical studies has undergone a progression from uni-item measurement to multi-item measurement. Based on several operationalizations of Internet use in existing studies, the paper proposes a reflective measurement model, called ‘sophistication of Internet usage’ (SIU), with five indicators (online time, online activities, online skills, diversity of online method, and diversity of online places). With data from a longitudinal random survey conducted in Hong Kong from 2003 to 2005, a uni-dimension measurement model is established based on confirmatory factor analysis. Convergent and discriminant validity of the uni-dimension model is also established within multi-trait-multi-method (MTMM) paradigm by confirmatory factor analysis. The model shows that individuals’ positive life outcome expectation, expected ease of use, and perceived popularity of the Internet are significant antecedents of SIU with demographic characteristics controlled.